Coca-Cola’s ‘brand experience’ mindset in South East Asia

Coca-Cola is adopting a ‘brand experiences’ mindset to its marketing in South East Asian markets including Singapore and Thailand.

Fizzy drinks may be its forte, but it turns out that one of the latest creations to come out of the world’s largest beverage company is not even drinkable.

“We have created something called ‘integrated brand experience’ (IBX) thinking,”...

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